Today's Read Contributor The hybrid genre known as “romantasy,” which combines elements of romance and fantasy, has seen a remarkable surge in popularity, thanks to the influence of the BookTok community on TikTok. This rising trend is not only reshaping reading habits but also contributing to a significant boost in book sales, benefiting both publishers and authors alike.
Publishers, such as Bloomsbury and Penguin Random House, have reported impressive increases in sales, particularly in the realm of books that fall within this genre. For example, Bloomsbury saw a staggering 102% increase in sales for Sarah J. Maas’s works, a testament to the growing appetite for romantasy stories. These books, often characterized by captivating fantasy worlds intertwined with romantic relationships, have struck a chord with readers looking for escapism and emotional connection.
The popularity of romantasy, driven largely by BookTok—a vibrant and influential reading community on TikTok—has sparked renewed interest in backlist titles. Readers are rediscovering older books that fit the genre, further fueling sales. In turn, this trend has contributed to a broader resurgence in print book sales, particularly in the UK, where a 15.6% increase in sales has been recorded since the pandemic.
This genre’s appeal can be attributed to its ability to blend the best of both worlds: the adventure and magic of fantasy with the emotional depth and connection of romance. Readers are drawn to these immersive worlds, where the stakes are high, but the relationships at the core of the story provide emotional grounding and satisfaction. Romantasy offers a form of escapism that is both thrilling and heartwarming, making it a perfect escape for readers during uncertain times.
The rise of romantasy is also a reflection of the power of social media in the modern book market. BookTok has become an essential platform for book recommendations, with influencers and avid readers sharing their favorite romantasy books, creating viral trends, and driving sales. This grassroots movement is having a significant impact on the industry, with even established authors experiencing newfound success due to the exposure from TikTok.
Publishers are taking note of this trend and are now looking to expand their portfolios to include more romantasy titles, hoping to capitalize on its growing popularity. With the genre’s mix of romance, adventure, and fantasy, it is no wonder that readers are flocking to these books, and the industry is seeing tangible results in the form of increased sales.
As the trend continues to evolve, it will be interesting to see how romantasy shapes the future of publishing, and whether its influence will lead to more genre hybrids emerging, as readers continue to seek out stories that provide both emotional depth and thrilling fantasy escapism.
